Professional Documents
Culture Documents
Alicia Cianflone, Caitlin Evans, Kendra Faykes, Nicole Popovski, Shelby Walker
Table of Contents
Executive
Summary
......................................................................................................................................
3
The
Brands
Marketing
Mix
Strategy
...........................................................................................................
4
Product
.....................................................................................................................................................
4
Price
.........................................................................................................................................................
5
Place
.........................................................................................................................................................
5
Promotion
................................................................................................................................................
6
Description
of
the
Fashion
Brand
................................................................................................................
7
The
Promotional
Objectives
and
Theme
.....................................................................................................
9
The
Target
Audience
of
the
Promotion
.....................................................................................................
10
Demographic
..........................................................................................................................................
10
Geographic
.............................................................................................................................................
10
Psychographic
........................................................................................................................................
10
Behaviouristic
.........................................................................................................................................
11
The
Promotions
Mix
...................................................................................................................................
11
Public
Relations
......................................................................................................................................
11
Fashion
Extras
........................................................................................................................................
13
The
Promotions
Budget
.............................................................................................................................
15
Fashion
Show
Total
Prices
......................................................................................................................
15
Fashion
Extras
Total
Prices
.....................................................................................................................
15
Price
Explanation
....................................................................................................................................
15
Conclusion
..................................................................................................................................................
16
Bibliography
...............................................................................................................................................
17
Appendix
....................................................................................................................................................
20
Executive Summary
Smythe
Launched in 2004 by Andrea Lenczner and Christie Smythe, Smythe Les Vestes
has grown to be an iconic Canadian brand known for their jackets and outwear for
women. The brand was developed on the premise that professional attire for women
had been lacking high quality and stylish pieces that were highly versatile and
wearable for the busy modern woman. Quality, style, and versatility remain key
elements of the brand, where customers today know they can rely on Smythe for a
piece that will be relevant and that will last despite the rapidly changing nature of
fashion and trends.
The Product: Les Vestes
Smythe jackets and outwear for women are distinct in that they are Made in
Canada products and truly represent Canada and Canadian design. Smythe
products are known for their durability and reliability, as they are made from the
highest quality fabrics that will last a lifetime. This quality also influences the
designer price point of Smythe blazers and outerwear. The elements of quality and
price point also speak to a growing trend where consumers are increasingly looking
for quality and standing, and are willing and able to pay for it (Passport). The price
can also be attributed to the growing demand for Smythe products over the course
of the decade, which is heavily influenced by the number of celebrities and public
figures seen wearing the brand, particularly Catherine Middleton, the Duchess of
Cambridge. As a designer product, Smythe is carried in high-end boutiques and
retailers in eight countries around the world including Holt Renfrew, Nordstrom,
Saks Fifth Avenue and Simons.
Loyal Customer Base
The quality of Smythe products has attracted a loyal customer base as they have
learned that they can rely on Smythes unique designs each season, which are also
high-quality products made to last. This characteristic of the product influences
repeat purchases and has been a major contribution to the success of their brand.
Promotions Plan
Smythe does not rely on advertisements to promote their product; instead they use
word of mouth promotions, mentions of celebrity sightings, and partner with
retailers carrying their brand to have in-store promotional events. This approach
generates buzz and is often covered by the media, which results in brand mentions
and a number of articles on the designers in various magazines, newspapers, and
3
online news outlets. In addition, this promotions strategy ensures the exclusivity of
their brand and ensures that it does not become oversaturated.
The Brands Marketing Mix Strategy
Product
Since 2004, Canadian brand Smythe has been creating beautiful womens jackets
that are flawless, flattering, high quality, and impeccably tailored. With jackets
(specifically blazers and coats) being a wardrobe essential for women (Won),
Smythes product strategy was to focus solely on designing and perfecting jackets,
but they have also introduced pants, blouses, and sweaters into their collections for
various seasons over the years (Collections). In the last decade, Smythe has truly
become an iconic Canadian brand known around the world for providing some of the
best tailored jackets for women.
Smythes success and large customer base can be attributed to the fact that their
jackets are famed for a flattering fit which often includes a peplum, as seen in
their Equestrian Jacket, One Button Blazer, and Duchess Blazer (Delap). Each of
these jackets is known to flatter by putting emphasis on where you want to be
small and taking emphasis away from where you are bigger (Delap). With this
approach, Smythe is able to capture customers who appreciate their design for
being pleasant to look at but also easy to wear (Kotler 311).
Many customers are also often pleasantly surprised to know
that Smythes jackets are made in Canada, which speaks not
only to quality assurance, by being made in the same location as
their headquarters, but also to the fact that the designers give
back to the Canadian economy on a larger scale by providing
jobs and being an entirely Canadian luxury brand.
Additionally, Smythes jackets come in
an array of styles and fabrics to suit the
climates of each season; with wool blends seen in their pieces
for fall and winter, and silk blends for spring and summer.
Customers new to Smythe can expect that Smythe will not
only provide the basic purpose of protecting them from the
elements with their quality jackets, but will do so by
providing unique, stylish and feminine pieces. Customers of
Smythe also understand that with the purchase of a Smythe
4
jacket, they are buying a premium designer product and are thus building status
and confidence into their wardrobes.
Price
The average price of Smythe jackets range from $495 and $895 in the bridge to
designer price point categories, with a few of their longer wool coats hitting the
$1000+ designer mark (Cramer). This is similar to the prices of other well-known
jackets designers including Vince, Theory and Helmut Lang whose prices, on
average, range from $400 to $1500 according to shopbop.com (Shopbop).
The prestige pricing of Smythes goods directly communicates to consumers and the
market that Smythe positions itself as a luxury brand intended to appeal to
consumers who are looking for exclusivity in their goods (Kotler, 357). The price in
this sense, will attract Smythes target customers who may desire uniqueness
which can cause demand to increase price, because [customers] then believe fewer
other customers can afford the product thus making the product more of a status
symbol (Kotler, 361).
With the higher price of their products, however, Smythe must be sure to fulfill the
customers higher expectations to justify their purchase of a premium product
(Cramer). In turn, one disadvantage of Smythes pricing is that it is elastic, and
thus, any price changes will highly influence their customers purchasing behavior
(Kotler, 364).
Place
Currently, Smythe is carried in high-end retailers including Holt Renfrew, TNT and
Simons in Canada, as well as Nordstrom, Intermix, and Ron Herman in the United
States. Smythe can also be found online at saks.com, neimanmarcus.com,
shopbop.com, and is carried in boutiques in the U.K., Mexico, China, Germany,
Russia, and Ukraine.
These high-end retailers help to define Smythes brand and positioning in the
designer market. They do so by carrying a wide range of high end contemporary and
premium designer goods within the better to designer price tiers in addition to
Smythe, and as a result, branding themselves to be known for their exclusive
offerings and luxury designer labels (Cramer).
With the relatively small number of retailers that carry Smythe, Smythe has
adopted an exclusive distribution strategy, where they have limited the number of
5
intermediaries (i.e. retailers) (Kotler, 394). Limiting the number of stores that carry
the brand allows the product to maintain their reputation as a status symbol, as
their products become more difficult to get a hold of by the consumer, not only
because of price, but also because of location, and thus make them more unique and
attractive to their owners (Kotler, 394).
Promotion
In the last decade, Smythe has appeared in a number of publications from fashion
magazines such as Elle, Vogue and InStyle to gossip and womens lifestyle
magazines such as Chatelaine, Cosmopolitan, and UsWeekly.
A recent promotional activity that Smythe participated in was a celebration of their
10-year anniversary held at Holt Renfrew. The event involved a party and a fashion
show to showcase the latest collection to a crowd of loyal Smythe customers and the
media. This event served not only to celebrate 10 years as a designer, but also
helped garner further attention to the brand and to Holt Renfrew (Delap).
Another way that Smythe has promoted their brand is through their Smythe
Sightings page on their website, and images on their social media sites of
celebrities such as the Duchess of Cambridge, Kate Hudson, and Rachel McAdams
wearing their jackets (Smythe Sightings).
Jackets have always been the main focal point for the Smythe brand because they
feel the style combined with their designs for women are relevant for more than just
one season (1968 magazine). Both Andrea and Christie decided that in creating
their own brand they would focus on one specific item and do it really well which
became the foundation of their business (Delap). In creating their brand they also
realized that there was an opportunity within the market to grow in this direction
because suit jackets and blazers for women were very hard to find at the time (1986
Magazine). With the focus on one type of garment, they were able to maximize
quality of their jackets and coats, and price and position themselves accordingly to
reflect their prestige as a designer brand (Kotler, 237).
The Smythe brand can also be defined by the many public figures and celebrities
that are found wearing their jackets. Sarah Jessica Parker, Gwen Stefani, Blake
Lively, Kate Hudson, and Kate Middleton are just some of the famous faces that
have been spotted wearing the brand. As style icons and role models in the public
eye, these women help to justify and leverage the brand as a producer of premium
products (Kotler, 237).
Now that the brand has established a name and a reputation for quality and
sophistication there is a lot of opportunity for growth in the market. To grow
successfully, stay true to their brand, and build equity Smythe can expand their
product depth by producing the same products and adapting them in small ways
year after year (Cramer). They can also expand the width of their brand, as they
gain recognition and awareness in the fashion community for other product
offerings such as knitwear, pants, and tops (Cramer).
Going in to Smythes 10th year, they have trademarked their name across all social
media channels, and also secured the URL for www.smythejackets.com. This gives
them high search engine optimization, and ensures that each time customers search
for Smythe, they are guaranteed access to the brands online presence. This also
protects them from having to compete in the market with other brands with
Smythe in their name.
Behavioristic
Smythes average consumers buy Smythe products because they are looking for an
investment piece in their wardrobe that will allow them to get multiple wears while
distinguishing them as "in the know, fashion forward and on trend" (1968
Magazine). Our primary products are high-end layering pieces, so the need to
purchase on a weekly/monthly basis is not necessary.
The Promotions Mix
We have developed a promotions plan that is consistent with Smythes brand it
will consist of a fashion show and an in-store boutique in Hudsons Bays The Room.
These promotions will be conducted in hopes of gaining media coverage and buzz,
and to introduce Smythe to the Hudsons Bay clientele as a wearable brand, as well
as reinforcing HBC as a luxury fashion destination. In addition, these marketing
schemes will contribute to customer equity. Through integrating public relations
(fashion show) and fashion extras (interior display), the primary focus is to provide
strong message consistency and to create maximum brand recognition and impact.
Smythe, like similar contemporary designer labels, recognizes that approximately
20% of their most loyal clientele comprise of 80% of their total sales (Cramer).
Smythe chooses to focus media and promotions attention on both current and new
clients to enhance their brand resonance with their current customers while also
gaining new ones. The satisfaction of key customers with the brand is crucial for
Smythes current and future brand image and success in the market. Focusing on
monitoring and influencing their word of mouth and modeling of the garments is
an indirect form of promotion for Smythes brand image.
Furthermore, the decision to create a fashion show at The Room is reinforced by the
success of Smythes similar concept executed at Holt Renfrew for Smythes 10 Year
Anniversary. Thus, this public relations method has proven to gain success in
generating media coverage and promoting sales.
Public Relations
There will be a fashion show for Smythes Holiday 2015 collection to gain media
attention, reiterating Smythes brand identity, and facilitating press in Canada held
at Hudsons Bay Company on Queen Street West.
Public relations presents greater authenticity and credibility among consumers
(Cramer). The combination of personal and non-personal communication channels is
a great way to target a wider range of consumers while still maintaining Smythes
11
established brand image to their loyal customer. The intention is to tell Smythes
story as they have been a strong brand for over 10 years who strive to maintain
their brand integrity as a Canadian, menswear inspired yet sharply fitting jacket,
and other extensions clothing brand. The invites will be sent to innovators and early
adopters of the brand as a no-cost promotion strategy. These customers have the
power to identify early trends, giving them strength to influence other clients
through mediums such as social media. This word of mouth strategy is influential
because clients will trust others that they respect through their style and brand
decisions.
Fashion Show:
Holiday 2015 and brand launch held at Hudsons Bay Queen Street on
November 18th, 2015.
Will showcase full collection of Holiday 2015 blazers, jackets, blouses and
tailored pants.
Models footwear will be provided exclusively by Manolo Blahnik, a worldrenowned footwear line.
Models will wear Smythe feature pieces, paired with denim and other
layering pieces from The Room; footwear showcasing Manolo Blahnik pumps
and boots.
Invites will be forwarded to elite Hudsons Bay clients, Smythes personal
client base, Canadian magazine editors, Canadian fashion buyers, local
celebrities, and bloggers as we have identified them as key influencers in the
Canadian fashion market.
Clients will receive the first look at the Holiday collection with the
opportunity to purchase after the show, as well as a gift bag under every seat.
Guests will be electronically checked in via iPads, which will trigger an email
authorizing their ability to purchase after the show with a set time block to
ensure clients are served in a timely manner.
Aesthetics of the event will be relatively minimalistic. The fashion show will be held
adjacent to the in-store boutique (which will be discussed further in fashion extras).
The fashion show will take place on a white stage with white chairs. There will also
be LED frosted white spheres suspended from the ceiling. Champagne and hors
doeuvres will be served throughout the evening.
12
Fashion Extras
In-Store Boutique:
There will be a specialty boutique feature set up
earlier in the day before the fashion show on
November 18 focusing solely on Smythes new
Holiday 2015 collection. Before the fashion
show, the boutique area will be covered with a
white curtain and it will be revealed to the
public as soon as the fashion show is over so
that guests of the event can be the first to
purchase Smythes new line of products that
they just witnessed. The area will consist of a
full wall and four clothing fixtures highlighting
the holiday merchandise. There will also be
focused mannequins that change weekly and rotate first and second delivery
jackets, blouses, sweaters and pants. To attract attention and remain cohesive with
the fashion show, a flat lay of featured blazer (that will also appear on the
mannequin), Smythe pant, Manolo Blahnik pump and
Proenza Schouler handbag will be set up on a low table.
There will be a look book after the event with the
Holiday 2015 collection and a white display bowl with
large silver and gold metallic spheres to emulate
Hudsons Bays holiday window display which also
features Smythe. After the launch of Smythes holiday
collection, the in-store boutique will attract The Room
cliental and provide a destination for window shoppers
and for those that did not attend the show.
Additionally, Smythe will produce custom shopping bags and garment bags with the
brand logo also highlighting Hudsons Bays The Room.
With every purchase of The Room merchandise beginning two weeks prior to the
event, Hudsons Bays clients will receive an invite to preview the fashion show for
Smythes 2015 Holiday collection, where they will receive exclusive opportunities to
access this collection for the first time.
13
Window Display:
Smythe will also have large a window display on Queen Street West featuring the
current Holiday 2015 collection. The window display will be created specifically for
Smythe one week before the fashion show to build hype and provide a sneak-peek
for the new collection. However, it will not give away any details to what the
collection looks like. The window will be enclosed with painted off-white walls
(specifically Farrow & Ball #257) and two suspended white-lit spheres. There will
also be hanging sparkly silver snowflakes throughout the display. Additionally, the
window will have gold cling vinyl with the brand logo, a small paragraph of brand
background, and the date of Holiday 2015 launch.
Once the fashion show premiers, the window will change to feature 5 semi-abstract
wire-rigged mannequins in an asymmetrical layout. Two mannequins will stand to
the left of the spheres, and three will stand on the right. The mannequins will be
wearing Smythes new and anticipated Holiday 2015 collection.
14
$1,716.00
$2,257.00
$600.00
$0.00
$3,000.00 (15 Models)
$7,500.00 (150 Guests x 50)
$1,140.00 (190 x 6 Caterers)
$2,994.00 (499 x 6)
$19,207.00
$453.00
$714.00 (6 Boxes of 50)
$50.00
$250 Invitations = 200
$1,467.00
$20,674.00
Price Explanation:
The fashion show budget is a total of $19,207.00. The price is relatively low for a
promotion of this size. This is because the venue is not something we had to take
into consideration as it was free to host in The Room. This was because the
promotion does not only benefit Smythe but also Hudsons Bay because of the
alliance they formed to launch the product in their store.
The cost of the promotion is made up of staging for the runway, lighting, and
models. Lighting, chairs, and staging will cost a total of $4,573.00. The items
necessary for the show have been sourced from Pacific Parties. We have estimated
that 15 models will be necessary in order for the show to run smoothly and show the
full Holiday 2015 collection. The pricing for models has been sourced from
Mccullough Models. We will also be providing hors doeuvres and beverages for the
guests before the show start - this adds a significant amount to the budget. Wine
and other spirits will also be served, adding to the cost of food and beverages. The
pricing of the food and beverages has been sourced from Christine Bib catering
company, who specializes in weddings as well as corporate events. Christine Bibs
will also be providing 6 servers.
15
The rest of the promotions budget fund will be spent on promotional garment and
shopping bags to give to Smythe customers at the event in The Room. We have
estimated approximately 300 shopping and garment bags will be necessary for the
event. To customize the shopping bags it will cost us $0.75 to customize it plus the
original cost of the bag which is $0.76. We have sourced these bags from Apples
Specialty Bags. The garment bags are suitable for coats as well as suits, and will
cost us $714.00 to customize by Uline. The Cling Vinyl signage for the window at
The Room will cost $50.00 and will be custom made by Next Day Flyers. The custom
made invitations, also made by Next Day Flyers, will cost approximately $200.00 for
250 invitations to give to Smythe product purchasers.
Conclusion
The Smythe Holiday 2015 fashion show and in-store boutique in Hudsons Bays
The Room will serve to introduce Smythes brand to the Hudsons Bay clientele
while also reinforcing the brands relevance to their current customer base. The
combination of public relations and fashion extras has proven to be a successful
promotions mix for Smythe in the past, which is why we believe that Smythes
partnership with Hudsons Bays The Room will be a great success for both retailers.
These promotions will continue to build brand equity for Smythe and therefore will
continue to increase their success in Canada and around the world.
16
Bibliography
1968 Magazine. Smythe: Designed by Andrea Lenczner & Christie Smythe. 1 Jan.
2011. Web.
<http://www.1968magazine.com/index.cfm?id=32461&modex=blogid&modexval=138
16&blogid=13816>
Apple Specialty Advertising. Ink Printed White Paper Carry-Out Bag. 30 Nov.
2014. Web. <www.applespecialty.com/bagspaper.htm>
Bergman, Randi. Smythe Celebrates 10 Years at Holt Renfrew with a Special
Capsule Collection. Fashion Magazine 21 Aug. 2014. Web.
<http://www.fashionmagazine.com/fashion/2014/08/21/smythe-10x10-holt-renfrew/>
Christine Bib Catering & Events. Estimated Total Costs. Web.
<christinebib.com/index.html>
Cramer, Anne. Creating Brand Equity and Setting Product Strategy. Humber
College. Toronto, ON. Week 9.
Cramer, Anne. Developing Pricing Strategies and Programs. Humber College.
Toronto, ON. Week 10.
Cramer, Anne. Designing and Managing Integrated Marketing Communications.
Humber College. Toronto, ON. Week 11.
Delap, Leanne. Smythe Les Vestes Celebrates Its 10th Anniversary. The Toronto
Star 20 Aug. 2014. Web.
<http://www.thestar.com/life/fashion_style/2014/08/20/smythe_les_vestes_celebrates
_its_10th_anniversary.html>
Kotler, Philip, Kevin Keller, Subramanian Sivaramakrishnan, and Peggy
Cunningham. Marketing Management. 14th ed. Toronto: Pearson Canada, 2013.
Print.
Maurino, Romina. Hudsons Bay Benefitting From Shift to Luxury Market. 3 Jun.
2014. Web. <globalnews.ca/news/1370499/hudsons-bay-company-post-q1-profit/>
17
18
19
Appendix
1. Chairs, Lighting, Stage, and Stage Accessories Pricing:
20
4. Signage Pricing:
21
6. Invitations Pricing:
7. Model Pricing:
22
8. VALs Framework:
Innovators: Highest income level, self-esteem, and resources. Image is important to them and they
enjoy the higher-quality products.
Thinkers: Motivated by ideals, and are mature and educated professionals. They are knowledgeable
about what goes on in the world and are open to new ideas. Usually they have high incomes but are
also practical decision makers.
Believers: Have an average income and are motivated by ideas. They are predictable individuals who
choose established brands that they trust and that are established. Family and community focused
individuals.
Achievers: Work oriented individuals who are motivated by achievement. Satisfied by their jobs and
families. They are conservative and enjoy products that indicate their success.
Strivers: Motivated by achievements and have values similar to achievers, but have lesser resources.
Style is very important to them because they want to emulate those that they admire.
Experiencers: Motivated by self-expression and have abundant resources. They are young, around
the age of 25, and have a lot of energy. They are consumers that spend a lot on new products and
services.
Makers: Motivated by self-expression, but have low resources. They are practical people who value
independence. They like practical and functional merchandises.
Survivors: Low income and have few resources. The oldest of the framework, with the average age
being 61. High degree of brand-loyalty within their means.
23
presents
presents
Press Pack
JUST IN TIME FOR THE HOLIDAYS: SMYTHE ENTERS THE HUDSONS BAY COMPANY IN
TRUE STYLE
Toronto, Ontario November 15th, 2015 In the midst of holiday preparation with Christmas just
around the corner, Canadian brand Smythe, known for their popular, made-in-Canada, womens jackets
and blazers, will be introduced at the Hudsons Bay Company (HBC). Smythe and HBC are excited to
unveil Smythes latest collection and have their designs carried at the iconic Canadian retailer, which has
expanded in recent years to bring more luxury brands to the store with The Room. To celebrate, HBC
will be opening a pop up store and hosting a fashion show for Smythe at their Queen Street flagship store
at 7pm on the evening of November 18th, 2015. The event will present Smythes Holiday 2015 collection
to eager fashionistas and industry leaders who are looking to embrace the latest trends in womenswear this
holiday season.
As a fellow Canadian brand, we are proud to now be part of the Hudsons Bay family, says Smythe CoFounder, Andrea Lenczner. Co-Founder Christine Smythe adds, HBC is a go to store for modern women
looking for wearable pieces and classic, feminine luxuries and we are really excited to now be a part of
that. We cant wait to share our designs with HBC customers. The price of Smythes jackets start at $595
reflecting the brands known prestige and reputation for quality.
In the last decade, Smythe has become a Canadian success story with their designs loved by fashions elite
and mentioned in top fashion magazines and publications. Smythe is also a favourite of many public
figures and celebrities, including Kate Middleton, Kate Hudson, Rachel McAdams, and Sarah Jessica
Parker, to name a few. Today, Smythe is available in the top department and specialty stores in Canada, the
United States, the United Kingdom, Germany, Mexico, Russia, China, and the Ukraine.
About Smythe
Launched in 2004 by Christine Smythe and Andrea Lenczner, Smythe is a Canadian brand known for their
impeccably tailored, made in Canada jackets with feminine silhouettes. While jackets are still the DNA of
their brand, Smythe has also introduced a few blouses, sweaters and pants to their collections. Today, their
designs can be seen on some of fashions most influential faces and the brand is known and respected
around the world.
###
Brand: Smythe
90.0 /100
Marks
CONTENT
Written Report
4.5
/5
Step
1:
The
Brands
Marketing
Mix
Strategy
A)
Product
Strategy
details
are
complete,
meaningful,
accurate
and
demonstrates
critical
thinking
and
application
of
class
terminology
and
concepts
B)
Price/Market
Level
Strategy
details
are
complete,
meaningful,
accurate
and
demonstrates
critical
thinking
and
application
of
class
terminology
and
concepts
C)
Place/Distribution
Strategy
details
are
complete,
meaningful,
accurate
and
demonstrates
critical
thinking
and
application
of
class
terminology
and
concepts
D)
Marketing
Communications
and
Promotional
Activities
analysis
is
complete,
meaningful,
accurate
and
demonstrates
critical
thinking
and
application
of
class
terminology
and
concepts
Appropriate
length
~
500-750
words
(I
Page
MAX)
5
/6
Step
2:
Description
of
the
Fashion
Brand
Details
paint
the
complete
picture
of
the
fashion
brands
identity
Brand
elements
are
reviewed
in
detail
Brands
current
state
of
brand
equity
is
discussed
and
established
Demonstrates
critical
thinking
and
application
of
class
terminology
and
concepts
Appropriate
length
~
500-750
words
3.75
/4
Step
3:
Specify
the
Promotional
Objectives
and
Theme
Explained
what
the
organization
expects
to
accomplish
through
the
promotion
to
support
to
the
ultimate
goal
of
increasing
brand
equity.
WARNING:
Stay
FOCUSED,
dont
try
to
do
too
much!
Focusing
on
one
objective
is
plenty.
It
is
better
to
have
one
objective
and
do
it
well,
then
to
have
many
objectives
which
are
poorly
addressed.
Objectives
included
the
following
characteristics:
1. Specific
(what,
who,
when,
where);
2. Measurable;
3. Desired
change
is
specified;
4. Timeline
is
described;
5. Consistent
and
realistic;
6. Focused
and
clear
Theme
of
promotion
is
explained
in
a
clear
and
concise
manner
The
way
in
which
the
plan
will
benefit
business
sales
is
clearly
addressed
Appropriate
length
~
150-250
words
3.5
/4
Step
4:
Identify
the
Target
Audience
of
the
Promotion
Described
the
selected
target
audience
to
be
reached
by
this
promotion
Fully
described
Demographic,
Geographic,
Psychographic,
and
Behaviouristic
characteristics
of
the
target
market
Adequate
detail
is
provided
so
reader
can
clearly
distinguish
the
target
market
for
this
Brand:
Smythe
Marks
CONTENT
9.5
/10
Step
5:
Promotions
Mix
Defined
the
message
the
brand
hopes
to
share
with
promotion
2
promotional
tools
were
incorporated
into
the
IMC
promotion
plan
Tool
selection
is
coordinated
and
relevant
to
brand,
target
market,
and
promotional
goals
Specifics
of
the
promotion
are
detailed
including
visual
or
text
based
examples
which
paint
the
picture
exactly
how
the
promotions
plan
will
come
into
fruition
Developed
creative
possibilities
and
thought
out-of-the-box.
New
possibilities
introduced
Critical
thinking
and
application
of
class
terminology
and
concepts
are
evident
Appropriate
length
~
1000-1500
words
3.5
/4
Step
6:
Promotion
Budget
The
total
budget
allocated
for
this
promotion
is
clearly
stated
(dollar
amount)
The
specific
budget
setting
method
is
explained
and
uses
terminology
from
class
Itemized
list
of
projected
expenses
for
the
promotion
is
very
specific
including
both
large
and
small
expenses
as
required
by
the
promotion
Backup
sources
are
provided
(in
Appendix)
to
confirm
specific
costs
for
each
item
Costs/expenses
are
accurate
Appropriate
length
~
250-500
words
2.25
/3
Step
7:
Executive
Summary
and
Conclusion
Key
points
from
entire
reports
are
highlighted/included
and
concluded
Description
of
the
project
is
focused
and
informative
Conclusion
summarizes
promotions
plan
and
highlights
why
it
will
be
a
success
Appropriate
length
~
150-250
words
4
/4
Step
8:
Finishing
Touches
Overall
Formatting,
Title
Page,
Table
of
Contents,
Bibliography,
Appendix
Presented
in
a
professional
manner:
Correctly
formatted
and
submitted
one
sided
printing,
12pt
font
with
STAPLE
in
top
left
corner
of
report.
No
plastic
covers
or
folders
Content
is
free
of
grammatical
errors/
spelling
errors
Overall
report
is
attractively
formatted
and
is
CONSISTENT
throughout
Tables
and
images,
if
used,
are
clearly
introduced
and
explained
Headings
and
subheadings
are
used
to
organize
information
Title
Page
to
report
is
included
with
Creative/Attention
getting
title.
All
group
members
full
names,
Humber
College,
our
course
code,
Professors
name,
date
due.
No
page
numbers
or
visuals
should
be
included
here.
Table
of
Contents
should
include
page
numbers
for
each
section.
Single
spaced.
Bibliography/Reference
Sheet
is
included
and
consistently
uses
MLA
or
APA
formatting
Appendix
included
Press Pack
4.00
/5
Kit
Folder
Brand:
Smythe
Marks
CONTENT
4.50 /5
8.50/10
5.00
/5
Presentation
9.5
/10
Content
and
Structure
Shows
a
full
understanding
of
the
topic.
Stays
on
topic
all
(100%)
of
the
time.
Demonstrated
excellent
use
of
key
points.
Selective
and
convincing.
Content
includes
use
of
class
material,
class
terminology
and
evidence
of
critical
thinking
The
presentation
explains
and
justifies
your
promotions
plan
and
convinces
your
professor
to
approve
the
plan
Content
is
free
of
grammatical
errors/
spelling
errors
on
PowerPoints
or
any
materials
9.5
/10
Props/Visuals
and
Creative
Approach
Group
used
several
visuals
tools
demonstrating
excellent
format
techniques,
interesting
graphics
and
captures
the
interest
of
the
audience
PowerPoint
/
or
other
visuals
have
a
professional
layout
and
information
was
clear
and
relevant
Group
used
creative
and
interesting
approach
to
present
material
WOW
factor:
Presentation
held
classes
interest
1.5
/2
Strong
Conclusion
There
was
a
strong
conclusion
including
a
recap,
of
why
this
is
important
knowledge
of
topic
demonstrated
Convincing
presentation
to
support
proposed
promotions
plan.
Persuasive.
3
/3
Professionalism
and
Preparedness
Group
is
completely
prepared
and
has
obviously
rehearsed
ALL
group
members
must
participate
in
the
presentation
Presenters
do
not
read
off
of
cue
cards
Brand:
Smythe
Marks
CONTENT
3
/4
Audience
Engagement
Uses
audience
involvement
/
audience
engagement
techniques
effectively
and
consistently
throughout.
Interest
level:
Holds
attention
of
the
audience
and
captivates
them
Presents
in
an
interesting
manner
and
not
reading
a
script
this
is
boring!
1.5
/2
Speed,
Pitch,
Volume
Strong,
consistent
volume,
strong
use
of
pitch
for
emphasis
and
appropriately
paced
throughout
2
/2
Eye
Contact/Camera
Presence
and
Gestures
and
Movement
Establishes
excellent
eye
contact
with
everyone
in
the
room
during
the
presentation/camera
presence
Presenters
do
not
read
off
of
cue
cards
Consistently
stands
up
straight,
looks
relaxed
and
confident.
Gestures
and
movement
follow
thoughts.
Group
displayed
no
distracting
behaviours
that
hampered
the
presentation
2
/2
Timing
Presentation
followed
the
20
minute
MAX
guideline
START
TIME:
813
END
TIME:
832
Brand:
Smythe
Marks
CONTENT
Show
Holiday
2015
partnered
with
MB
for
footwear
-
exclusive
scheduling.
Great
event
description
and
visuals
with
inspiration
shots,
lots
of
details
have
been
thought
out.
Invite
visual
presented.
In-Store
boutique
-
full
wall
and
4
pics,
mannequins,
flat
lay
of
the
blazer
merchandised
and
lookbook.
Passed
around
2014
lookbook.
Custom
shopping
bags
and
garment
bags
available
after
the
show.
Window
display
on
Queen
West.
The
level
of
detail
to
the
promotion
is
amazing
-
Sounds
exquisite.
Budget
reviewed
with
some
highlighted
details
Show
$19,207.00+
Fashion
Extras
1,467.00.
Total
promo
budget
approx.
$20
thousand.
Outstanding
job.
So
happy
with
how
your
project
turned
out.
IMPORTANT:
Please
refer
to
Humber
Business
School
Rubric
Evaluation
for
Assigning
and
Interpreting
Course
Grades
on
the
following
page
for
a
complete
understanding
of
your
score.
Brand: Smythe
60 69%
70 79%
80 89%
90 99%
100%
Below 50%
The work and effort is deficient in most or all areas. Knowledge is nearly absent, as is
logic, coherency and application.
For a summative or final grade, this represents student achievement that is unacceptable.